Due to Covid 19, The Toronto Golf and Travel show along with many similar consumer and trade shows were forced to take a hiatus for a few years. Now that the world is slowly getting back to normal thousands of golfers ventured out earlier this month; all searching for golf products, places to play, destinations, instruction and much more. On a cold weekend there was no better way to spend your time but to be with other golfers and dreaming about the upcoming season.
Lars Melander the show manager said “they had only six months to pull the show together and felt the show was a great success and the buzz was back. Over 20,000 golfers showed up and many were new golfers. Now they are staring to plan for 2024 and produce another great show.”
As a veteran of many golf shows I was pleased the Toronto Golf and Travel Show was back and I looked forward to walking the aisles, seeing various products and talking to many of the exhibitors. However, what caught my attention was the continued lack of participation by the golf industry. Why?
The show is owned by Torstar, the publishing company of the Toronto Star and many community newspapers and other media. Since they are not a golf association or business are they the problem? I see in Alberta they have two consumer golf shows next month and from their listing of exhibitors, most of the industry will be attending. The Alberta shows are owned by the PGA of Alberta. Maybe there is a little behind the scenes pressure being applied?
So why does the golf industry not see the value and marketing opportunities to speak directly to over 20,000 GTA golfers who have a varied demographic. This is a very perplexing question and one I have asked myself over the years.
I have heard all the excuses: we don’t have time, can’t find the staff to work the weekend, the show only attracts old retired people looking for freebees, it’s a travel show and most recently we don’t have the product to show or demo. All valid excuses but has anyone heard about marketing?
The term marketing can encompass many activities but basically it can be defined as the process of getting potential clients or customers interested in your products and services. The keyword in this definition is “process.” Marketing involves researching, promoting, selling, and distributing your products or services.
The golf industry in general severally lacks marketing efforts. To be open and honest I suspect most don’t know what marketing means or even have a marketing budget. Not all but most rely on something I call “HOPE MARKETING”. I hope someone buys our clubs; our golf club is open and I hope someone shows up; I hope someone calls me to take a lesson etc. Today, marketing is something that every company and organization must implement in its growth strategy. Many companies use marketing techniques to achieve their goals without even realizing it, as they work to promote themselves and increase sales of their product or service. These days, marketing is one of the key aspects of businesses.
Before Covid the industry was hurting. There was no such thing as a waiting list at most clubs, people were busy with other activities, most tee sheets were not full and the business world did not have time for golf and developing corporate tournaments. Covid 19 hit the world hard and shut everything down. During this downtime and with the majority of the population forced to stay home, the sport of golf was a saviour to many. Tee sheets were now full, waiting lists at private clubs started to appear and if you wanted some new clubs or products you had to wait for months. The golf business was gold.
As the world slowly gets back to normal, I noticed last summer not all tee sheets were full and unlike the previous year it was fairly easy to find a tee time. As we head into another season, I anticipate we will slowly fall back into the way the market was before Covid. So, what is the golf industry going to do about the current state of affairs and how is the industry going to market the sport of golf? Diddly squat is what will happen! Let’s be honest, who is really in charge of developing and promoting golf in Canada? Many associations say they are but I have my reservations.
So here we are, a weekend in February dedicated to golf with over 20,000 people in attendance. So where is Golf Canada? Where is the PGA of Canada/Ontario? Where is the NGCOA? Where are the golf manufacturers? Where are the many golf clubs in the GTA?
My observations.
1. For many years the PGA of Ontario managed the teaching section at the Toronto Golf and Travel Show. Golf Professionals provided short lessons for a small fee. (Marketing 101 – give lessons and get the contact information from the golfer. Promote yourself as an instructor and follow up for longer lessons throughout the year. Sell yourself and develop a relationship).
In 2019 a competitive association called the Canadian Golf Teachers Federation exhibited and the PGA of Ontario was not pleased. They wanted the show to kick them out. The show would not.
This year the teaching area was managed by the Canadian Golf Teachers Federation and Marc Ray the President of the federation said their group was rapidly growing and had received many compliments during the show.
In my opinion the PGA of Ontario really missed the boat on this one and good for the CGTF to take over and give lessons. Is the PGA of Ontario so short sighted and afraid of a little competition? Can you not see the marketing opportunities but most importantly promote your brand and association? I saw Kevin Thistle the Executive Director of the PGA Canada walking around the show but did not have a chance to speak with him. I would hope he was confused and disturbed. One would think the PGA would be all over this show with marketing programs and events. To draw a similar comparison, it would be like a golf club asking the show to kick out an exhibitor who is their competition.
2. Where is Golf Canada? Sure, Golf Ontario was there with the First Tee program but one would think Golf Canada, the association who says they run golf in Canada and receive federal money would like to meet many of their members, promote what they are doing, explain the handicap system and various rules. Would have been nice if the Golf Hall of Fame had an attractive display showcasing some Canadian golf history. Not to forget Golf Canada’s flagship event – the RBC Canadian Open is being played in the Toronto area this summer and one would think they would be able to sell tickets and give their sponsor some additional exposure.
3. A number of major GTA clubs were noticeably absent. Clublink, Kaneff, and many others. Their excuses – we are full, don’t have anything to sell and people know our courses so we don’t have to market. Yes, more people employing HOPE MARKETING!!! Good luck when the market slows down.
4. The demo range had one, yes one manufacturer – Tour Edge which is distributed by Golf Trends. Good for them and I hope people learned more about Tour Edge product and buy this brand. So where are the rest of the manufacturers /distributors? The excuses start to flow – no time, reps don’t want to work the weekend, don’t have any product to sell or demo.
Part of the marketing definition is education. Educated your customer on your product. Even if you don’t have inventory there is nothing wrong in talking golf to a customer and selling your new line or explaining the benefits of fitting. Build relationships is important but that is probably new to a younger generation.
Oh, I forgot to mention there was no cost to the manufacturers to be on the range showing their product. They all have pop up tents so why would you not be promoting your products? Another no brainer that defies any logic.
5. Here is another one that defies logic. Where is the largest retailer in Canada – Golf Town. For those who are not aware, Golf Town and the owner of the show Torstar just recently formed a partnership and bought Score Golf Magazine. Golf Town probably thinks they have stores and people can go to a location that is closest to them. The last few times I visited a Golf Town store it was hard to find a customer. You would think from a marketing perspective it would be good to have over 20,000 people coming into your booth area, and provide them with an incentive to visit a location. Don’t forget their partner owns the show.
6. Finally, my last observation. Modern Golf a national fitting retailer. One would think you could put a little effort in making your booth look presentable. You should be embarrassed on how you presented your company. Speaking of embarrassing, one of the show sponsors that is even owned by Torstar. Score Golf Magazine put no effort into their booth or presentation. Torstar should actually be questioning what they actually bought.
Marketing is a key component for companies working in any industry. Hopefully one day the golf industry will wake up and start marketing the sport we all love. I welcome any comments or your own individual observations of the golf consumer shows or industry.
